The dark side of mobile apps: when and how technical security matters for in-app purchases?

• Published in: Asia Pacific journal of marketing and logistics 2023-12, Vol.35 (12), p.2965-2982
• Main Authors: Liu, Yulong (David), Chung, Henry F. L., Zhang, Zuopeng (Justin), Wu, Mian
• Format: Article
• Language: English
• Subjects: Attitudes; Customers; Perceptions; Personal information; Purchasing; Smartphones; User behavior; User experience; User satisfaction
• ISSN: 1355-5855; 1758-4248
• DOI: 10.1108/APJML-10-2022-0875

PurposeThis research aims to explore the dark side of mobile applications by investigating the role of apps' technicality and app security in the mechanism of user satisfaction, app intention and customers' continuance tendency to make in-app purchases.Design/methodology/approachDrawing on attitude-behavior-context (ABC) theory, the study proposed a conceptual framework and examined the framework using a structural equation modeling (SEM) approach based on data collected from app users from New Zealand.FindingsThe results reveal the correlation between user satisfaction and in-app purchase with a mediator of app continuance intention (ACI). In particular, the results show that app technicality (AT) has a positive correlation with user satisfaction as an antecedent. App security and hedonic value are positively correlated with user satisfaction.Originality/valueThe research has three critical research implications. First, this research advances the understanding of the dark side of mobile apps by showing how app security influences customers' in-app purchases. Secondly, this study reveals and offers empirical evidence for the mechanism between app security and user satisfaction. Finally, the study provides empirical evidence of AT as a distal antecedent for in-app purchases.